With the goal of raising awareness of the Canadian Rockies in the winter, Travel Alberta and Banff and Lake Louise Tourism teamed up for an innovative influencer marketing campaign created in part by MODERNSPEAK founder, Kristyn Snell. The program was designed to elevate the tourism destination’s social engagement and reach with an always-on content strategy delivering on multiple pillars of digital marketing.
The program gave the creators the freedom and flexibility to explore the destination and surrounding areas without the restraints of an itinerary, but instead, dedicated accommodation, recommended activities, and suggested places to visit.
Creator Co. is the exact program we’ve been looking for as content creators. Having access to our own room and vehicle to be able to roam and capture content on our own terms is fundamental in creating meaningful and purposeful content. The team behind the program was thoughtful, fun, caring and extremely insightful. I would 100 per cent recommend this format to other tourism agencies looking to promote their destination. Can’t wait to come back!”
Chris Hau
@thechrishau
From January and March (2019), 27 talented individuals from various corners of the globe, chosen through a rigorous selection process, embarked on a journey to Banff, Alberta. The creators enjoyed the ultimate home base at the Creator Headquarters for an average of five days, granting them unrestricted freedom to immerse themselves in the destination without the confines of a predetermined schedule. This "always on" campaign format saw creators of different mediums rotate through the program, producing photos, videos, music, and even fine art during their stay.
27 Creators
15.2M Organic Reach
1.8M Social Engagements
The resulting content captivated millions of individuals both from creator channels, and created storytelling messages aligned with both Travel Alberta and Banff Lake Louise Tourism's goal of spreading awareness and inspiring visitors to consider winter travel. There were even viral moments from this campaign that saw the ice bubbles on Abraham Lake thrown into the feeds of millions of people around the world - a moment that put this lake on the map and created the need for dedicated tourism resources to the area.
More stats:
- Over 200 posts generated 1.4 million+ engagements on IG
- 3.7 million+ story views on Instagram
- 11 million+ video views on Facebook
- 441 thousand+ video views on YouTube
- 10 thousand+ blog post views
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